Tracy Kim joins DIG as Chief Operating Officer


DIG, the vegetable-centric multi-format restaurant group, has hired Tracy Kim as its new chief operating officer. Tracy brings decades of operational and general management experience to the growing 30-unit restaurant group. Most recently, she was the Managing Director of Aaptiv, a popular mobile fitness app, where she led the company to profitability leading to the successful acquisition by PEAR Sports in 2021. Prior to joining Aaptiv, Tracy held numerous leadership positions during Shutterstock’s early stages, including leading growth strategy initiatives, human resources, and ultimately chief of staff to the CEO.

As COO of DIG, Tracy is responsible for overseeing all facets of the core business, including foodservice operations, product and technology development, sourcing, labor, and operations. support.

“After years of being a dedicated DIG client, I am thrilled to join this genuine, inspired and talented leadership team,” said Tracy Kim, COO of DIG. “I have always believed in DIG’s mission to help rebuild the food system through vegetable-based cooking, responsible and thoughtful sourcing, and intentional community building. It gives me great joy to serve every guest and employee with the DIG experience as we expand into current and future markets.

Tracy joins DIG during an exciting period of growth for the 11-year-old company. In October 2021, DIG announced its Series F fundraising of $65 million in a round backed by existing investors including EHI (Danny Meyer’s Union Square Hospitality Group affiliate fund), Monogram Capital Partners and Avalt, as well as new investors Kitchen Fund, Eminence Capital, LP and Inherent Group. The funding round allowed DIG to reopen key locations temporarily closed due to COVID-19, as well as expand its footprint in established and new markets, including New York, Pennsylvania and Massachusetts, with the aim to bring its total number of restaurants from 30 to 60 over the next three years. In April 2022, DIG began offering a four-day weekly work schedule option to all hourly restaurant employees in a move that they know is the first and largest of its kind in the restaurant industry. Restoration.

In the near future, DIG will launch new kitchen technology innovations and new format releases that aim to enable and empower people, instead of replacing them. One such program is already taking shape at DIG on 4th, the team’s latest venture which opened in May 2022 in Manhattan’s Union Square and combines the best of their quick service, full service and delivery capabilities to offer a whole new culinary experience.


DIG is a multi-city, multi-format restaurant group focused on vegetable-based cuisine served from their portfolio of fast-food restaurants, ancillary programs, strategic partners, restaurant and innovation space, 232 Bleecker in New York, and their latest adventure, DIG on 4th in Union Square in Manhattan. Behind their food is responsible and thoughtful sourcing, much of it grown on their upstate New York farm, DIG Acres, or sourced from their close network of farmers and regional partners. Founded by CEO Adam Eskin in 2011, DIG is on a mission to rebuild the food system not only by creating supply chain, operational and environmental efficiencies, but by changing the global consumer perception of vegetables from an everyday necessity to an irresistible meal.


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